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Germany Outbound - February 2016

Germany Outbound - February 2016

“Foreign holidays are high on the agenda for German consumers, considered an important leisure pursuit they are unwilling to dispense with even during harder economic times … Germany’s strong economy and key role in Europe has kept consumer confidence relatively high, supporting demand for outbound travel.”

- Jessica Kelly, Senior Tourism Analyst

The German outbound market is one of the largest and most developed in the world. Foreign travel is high on the leisure agenda for Germans and enjoyed by much of the population. The robust German economy and high standard of living enjoyed by Germans means that a vast proportion of citizens can bring travel aspirations to reality.
Although a well-developed market, outbound leisure travel is heavily concentrated on short- and medium-haul destinations in the Mediterranean and Europe. Germans are notorious sun-seekers enjoying the sun/beach holidays above all particularly as part of a package deal (flight, accommodation, transport). Spain, France, Italy and Greece have traditionally been the major pull for German sun-seekers for some years. In the past decade, Germans have been attracted by budget destinations offering the same sun/beach holiday but at budget or value prices. Turkey, Croatia, Bulgaria and Egypt have developed highly attractive resorts offering quality hotels at value prices. The all-inclusive resort is very attractive to Germans seeking value for money.


INTRODUCTION
DATA SOURCES
MARKET DRIVERS
POPULATION
Figure 1: Mid-year population estimates for Germany, 1950-2050
Figure 2: Mid-year population estimates for Germany, by age, 2015 & 2050
ECONOMY
Figure 3: Selected economic statistics in Germany, 2009-14
EXCHANGE RATES
Figure 4: Selected exchange rates against the Euro, 2009-14
TOURISM BALANCE
Figure 5: Tourism balance for Germany, 2009-14
OUTBOUND TOURISM
ARRIVALS
Figure 6: Outbound leisure travel from Germany, 2011-14
DESTINATIONS
Figure 7: Outbound travel, by key region from Germany, 2011-14
Short and medium haul
Figure 8: German outbound travel to selected short- & medium-haul destinations, 2010-14
France
Austria
Spain
Turkey
Netherlands
UK
Greece
Croatia
Egypt
Italy
Tunisia
Other Eastern Europe
Long haul
Figure 9: German arrivals to selected long-haul destinations, 2010-14
US
Thailand
India
China
Indian Ocean
South Africa
Caribbean
New Zealand
Australia
MARKET CHARACTERISTICS
PRE-BOOKING BEHAVIOUR AND BOOKING METHODS
Trip organisation
Figure 10: Trip organisation abroad & to selected regions, 2014
Booking methods
Figure 11: Booking channels used on all holidays with advance booking, 2005 & 2014
DEMOGRAPHICS
PURPOSE OF VISIT
Short breaks
EXPENDITURE
Figure 12: Holiday expenditure on long-haul & Mediterranean trips, 2010-14
LENGTH OF STAY
SEASONALITY
TRANSPORT
Figure 13: Method of transport used for holidays abroad & in selected regions, 2014
AIR
The German airline industry
Low-cost carriers
Charter airlines
Figure 14: German passenger airlines: company market share, 2012-13
ROAD
RAIL
SEA
ACCOMMODATION
Figure 15: Accommodation used on all holidays abroad & to holidays in selected regions, 2014
TOUR OPERATORS AND TRAVEL AGENCIES
TOUR OPERATORS
TUI AG
Thomas Cook
Der Touristik
FTI Touristik
Alltours
TRAVEL AGENCIES
WHAT NEXT?
EUROPEAN RESEARCH METHODOLOGY
Sample sizes by demographics and geographies
Our research partner – Lightspeed GMI

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